ADL 02 Marketing Management V1

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ADL 02 Marketing Management V1
Assignment – A
Question 1. Define Marketing, distinguish between Selling and Marketing. What
are the four Components of Marketing Mix, briefly explain?
Question 2. How would you price a new product (say a Mix) what options you would
employ to generate quick revenue?
Question 3. Define Consumer Behavior and describe its relation in purchase
decision making?
Question 4. Marketing is a process; explain with suitable examples and a flow
chart the concept of Marketing process?
Question 5. Write Short Notes:
Question 1. Marketing Concept
Question 2. Consumer Buying Motives
Question 3. Marker up price

 

Assignment – B
Question 1. It is often said that middlemen are unnecessary, they cause price
inflation, do you agree to this statement, explain with suitable examples?
Question 2. Define Promotion; explain with suitable examples the 4 types of
promotions adopted by consumer product industry?
Question 3. The right marketing mix can be adopted only after segmentation.
Elucidate with examples the basis of segmentation as applied in Television
Marketing?
Question 4. What do you understand by Branding? Is quality important than
branding?
Question 5. How will you go about describing a Marketing Plan for a consumer
product, explain with the help of Marketing Plan Process?

 

Case Study
GOOD NIGHT
Transelektra Domestic Products PVT. Ltd., the company manufacturing Good Knight
The mosquito mat is a relative newcomer to the business world, albeit a highly
successful one. In 1984, the mosquito repellent market comprised of sprays,
creams, coils and mats. Incidentally Good Knight was not the first mat brand to
be introduced. Other brands already present were Vape, Deemos and Lion. The bulk
of the market comprised of coils and brands like Tortoise and Rooster, with
tortoise being the brand 1eader. In creams the most popular was Odomos and in
spray’s brands such as Finit and Baygons had a major hold.
A typical electrical mosquito repellent is a set of 2 units. The EMD is also
known as electrical mosquito destroyer and is a one time investment. It also
consists of a mal box consisting of 30 mats which needs to be replaced every
month. 1n 1984, the market was dominated by coils with seventy per cent share.
By 1988, this had changed. In 1984, R. Mohan, a qualified electrical engineer
and a minor distributor for Vape EMD felt the urge to branch out on his own and
market a competitive brand. A brand which would ensure consistent high quality
and incorporate proven Japanest technology. The advertising agency, Creative
Unit, was invited to associate itself with the launch from the concept stage and
advise the client on advertising and other aspects of marketing. The brand
development exercise began by an analysis of fixed factors, the primary one
being technology. 1t was mage very clear that the product to the introduced
would be an EMD as it was understood in the market. This would consist of an
electrical plate and chemically impregnated paper mat. The technology was to be
imported from Sumjtomo of Japan The manufacturing cost for the EMD would be
about Rs. 50 and for the mat box having 30 mats about Rs. 14. The client gave an
open brier regarding other factors like the brand name, package design,
advertising platform, its treatment and presentation. At this point the agency
had very little time to go by way of historical data or past experience as EMDs
were still in the nascent stage. To design and shape of brand what was required
was sound and good quality information. Two focus group discussions were
conducted in Mumbai. One amongst non users and the other among repellent users.
The purpose of this study was to identify the peripheral motives, product
knowledge, satisfaction/dissatisfaction with current brand in use and
psychological triggers relevant to the product category.
Highlights of the findings were:-
1. Primary Motive
Verbalised -To drive away mosquitoes
Latent -To enjoy a peaceful sleep
2. Mosquito repellent usage was compulsive and habitual, especially in
households with children.
3. The groups were equally divided on the efficacy of coils and creams against
mosquitoes.
4. Fears were expressed with regard to side effects of smoke associated with
coils and continuous usage of creams on skin. Mothers were particularly
concerned about little children.
5. Odomos was considered safer than coils for babies.
6. Poor or no knowledge of electrical repellents
MARKET OPPORTUNITY
On the face of it, the focus groups results would seem quite discouraging.
Acceptance of coils and creams were widespread and no major dissatisfaction with
their mosquito repelling power was voiced. The pricing too was very affordable
between Rs. 5/- to Rs.I0/- per pack. Distribution was very good, as was retailed
even by the paanwalls.
On the other hand, the few brands of available electrical repellents suffered
from polar brand awareness arising from meager advertising support. There was
almost no product knowledge, inconsistent product quality and above ail
disadvantageous pricing.
The key to success would be for advertising to create a high value perception
for the price differential between coils/ creams and the client’s EMD brand. The
agency and client took the following decisions.
MARKETING OBJECTIVES
1. Graduate dissatisfied coil / cream users.
2. Make EMD from the premium product segment.
3. Market share of at least 5 percent in the first year.
ADVERTISING OBJECTIVES
1. Encourage trial by highlighting EMDs as the more modem repellent form.
2. Product concept selling a must.
3. Demonstrate ease-or-use.
CREATIVE STRATEGY
Brand name short listed: The agency developed a number of brand names out of
which two were
1. Sukhami
2. Good Knight
Sukhami Was developed as an Indo Japanese hybrid to connote a Japanese
technology promising ‘sukh’ or a ‘happy’ and peaceful sleep.
Good Knight literally means the Good Protector But more importantly the brand
name verbalises the consumer benefit in its entirety Between the two, Good
Knight offered better advertising possibilities and also unmistakably positioned
the brand as one for the night. Besides, as a word, it was part of common
parlance in most Indian languages and a very well understood from a salutation.
It was, therefore, decided to proceed with this name.
PRIME TARGET GROUP
Mother and fathers of households with young school going children were the
primary target group. Parents did not want their children to be seen with
mosquito bites and they were also afraid of catching mosquito borne diseases.
MEDIA STRATEGY
The launch was to be limited initially to Mumbai and Kerala only. The choice of
these areas was made because of pre-set channels already familiar to the client.
The total budget earmarked was RS.2 lakh for the first four months, up to March
1985. Further, allocations and marked spread out would depend on the outcome of
this venture.
In the selection of media, the agency decided to restrict only to daily
newspapers to help in ‘selling in’ to the trade and also simultaneously reach
out to the primary target group. As the budget was limited, an intensive
approach was felt more appropriate. The first launch ad appeared in the Times of
India, Bombay edition, on 2 January 1985. Sunday Mid-Day), Malayalam Manorarna
and Mathrubhumi followed thereafter. The result was electric. By end of
February, Rs.12 lakh worth of-EMDs and mats were picked up by the trade. With
money now flowing in, the client felt emboldened to get in for television
advertising over the Mumbai local channel to give an impetus to the retail
movement. The net result was that the client spent Rs.2.50 lakh to get a sale of
about Rs. 20 lakh.
Since then, the media mix had heavy leanings towards television. Good Knight has
been one of the few brands which has latched its growth to that growth of
television. Consequently, the sale and availability of the brand closely matches
the concentration of TV sets.
CAMPAIGN EVALUATION
The brand, from the time of launch, has been highly successful in terms of the
sail and market share. A high level of trail had been achieved in a very short
period are the brand had largely been received by the consumers in the way
intended. Beside this, it also had a 75 percent market share of all electrical
repellents. A policy creating consumer pull rather than dealer push has helped
in the long run. Advertising has been simple and concentrated on the single
largest consumer benefit.
The brand name has effectively)’ used to convey the advertising proposition.
Question 1. Critically evaluate the communication strategy of Good Knight with
reference the facts given in the case.
Question 2. At the time of this case preparation, Good Knight was probably the
only production in the EMD with mat category. As new international competitions
with known brand names enter the market, what changes, if any, would you suggest
in the marketing communication strategy of Good Knight?
Assignment – C
1. Marketing refers to:
(a). Developing a product and making people buy them
(b). Persuading consumers to buy the products
(c). Producing products and displaying them
(d). Understanding the needs of consumers and delivering them
2. A survival pricing objectives aims to:
(a). Covers fixed costs and some variable cost
(b). Selling at break even cost
(c). Obtain minimum profit.
(d). Covers variable costs and some fixed cost.
3. The first stage in product development is:
(a). Business analysis.
(b). Commercialization.
(c). Screening.
(d). Idea generation.
4. Warehousing and physical distribution functions are:
(a). Unrelated activities and separately managed.
(b). Best handled by manufacturers only.
(c). Synergistically related activities which must be closely coordinated.
(d). Relatively unimportant activities in the present day market.
5. Marketing Concept is best illustrated by which of the following marketing
system goals:
(a). Maximizing customer satisfaction
(b). Maximize choice
(c). Maximize consumption
(d). Maximize life quality
6. In Consumer decision making specifier is one who:
(a). Is one who is user of product?
(b). Is one who sells the product?
(c). Is one who has been asked to advice on the product?
(d). Is one who signs the cheque for the purchase of the product?
7. Under globalization of Trade strategies, the marketer will have to adopt:
(a). Product differentiation
(b). Localisation
(c). Standardisation
(d). Reduction of cost
8. Product Life cycle means that:
(a). Products live around the 4 stages of cycle
(b). Product keeps moving from one to next stage in turns
c. Products
9. In DELPHI method of Marketing Research, the opinion of:
(a). The opinion consumers in DELHI are sought
(b). The Opinion of experts is sought
(c). The Opinion of DEALERS is sought
(d). The opinion of Dealers and Employees are sought
10. Premium Pricing refers to:
(a). Setting a price above the cost price
(b). Setting a price above competitive price
(c). Setting a price where only the rich can buy
(d). Setting a range of prices at different markets
Say Yes or No
11. TQM refers to Total Quantity Management.
12. Marketing means pushing the products in the markets.
13. Penetration pricing means selling at high price initially.
14. Wholesalers sell products to all types of consumers.
15. Direct Marketing means selling to ultimate consumer.
16. Objective of Distribution of products is to restrict availability of
products.
17. Price is no consideration if the seller delivers high quality products.
18. CRM helps to retain customers.
19. Marketing Mix means People, Policy, Partnership and Politics.
20. Missionary Sales People do not ask for salary.
Write short answers in just five sentences
21. List out 5 stages in consumer decision making process.
22. Write a simple definition for marketing and selling.
23. List out 5 benefits of advertising a product.
24. Give 5 examples (each) of consumer, consumer durables and industrial
products.
25. List out 5 functions performed by whole sellers in consumer product
industry.
26. List out 5 functions of packaging for cosmetic products.
27. Give 5 examples of Family brands in consumer products.
28. List out the 5 stages in new product development.
29. Give 5 reasons why new products fail.
30. What are the four stages in Product Life cycle?
Differentiate between the following (Just in 5 sentences)
31. Product diversification and Product differentiation.
32. Marketing and Selling.
33. Penetration Price and Skimming Price.
34. Individual Consumer and Industrial Consumer.
35. Vertical Marketing and Horizontal Marketing
36. Packaging and Packing.
37. Individual Brand and Family Brand.
38. Personal Selling and Missionary Selling.
39. Whole seller and Distributor.
40. Full Cost Pricing and Marginal Cost Pricing.

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